{"id":284,"date":"2006-09-07T08:35:22","date_gmt":"2006-09-07T13:35:22","guid":{"rendered":"http:\/\/selectmetrix.com\/blogs\/?p=284"},"modified":"2006-09-07T08:35:37","modified_gmt":"2006-09-07T13:35:37","slug":"marketing-to-baby-boomers-part-2","status":"publish","type":"post","link":"http:\/\/selectmetrix.com\/blogs\/2006\/09\/marketing-to-baby-boomers-part-2\/","title":{"rendered":"Marketing to Baby-Boomers Part 2"},"content":{"rendered":"<p>From this week&#8217;s SHRM Newsletter: <a href=\"http:\/\/www.shrm.org\/hrnews_published\/articles\/CMS_018324.asp\" target=\"_blank\">EEOC Backs Targeted Recruitment of Older Workers<\/a>. We have written several posts related to this subject (<a href=\"http:\/\/selectmetrix.com\/blogs\/?p=122\" target=\"_blank\">Marketing to Baby-Boomers<\/a>, <a href=\"http:\/\/selectmetrix.com\/blogs\/?p=87\" target=\"_blank\">76 and 44<\/a>). The article contains several points of valuable information.<\/p>\n<p>EEOC&#8217;s Aug. 11 proposed rule change is in response to a Supreme Court decision two years ago (General Dynamics Land Systems Inc. v. Cline, 540 U.S. 581 (2004)), which concluded that there is no such thing under the ADEA as reverse age discrimination. While the current rule prohibits job advertisements favoring older persons, the proposed rule would make it permissible to encourage older people to apply. Employers may post help wanted notices or advertisements expressing a preference for older individuals with terms such as <em>over age 60<\/em>, <em>retirees or supplement your pension<\/em>.<\/p>\n<p>So what are effective strategies for recruiting the older workers? Posting positions that target this age group, i.e. target mediums and areas that they will see, hear or read. Posting positions in 55 and older communities, bingo halls, clubs that are frequented by them. Also using newspapers, radio and TV advertising. Although expensive, these mediums are effective in reaching this audience because they are typically home during the day.<\/p>\n<p>Also understand that they are looking for a different life balance. If you enquire as to what they want, they will tell you. Examples may be job sharing, adjusting schedules to miss rush hour traffic, a reduced work schedule or more vacation. The point is to ask and then listen. What you will gain from these concessions is a more stable, experienced work force. And they can be a great resource for relieving labor shortages.<\/p>\n<p>Remember, shortages will continue to increase as the 76 million baby-boomers retire within the next 10 years. Beyond that fact, employers will hire more workers for work flows that vary during the day &#8211; this too will create added shortages. Here are some examples were employers took advantage of older workers to reduce their worker shortage.<\/p>\n<blockquote><p>A large bank targeted seniors to fill part-time positions when demand surges during the lunch hours. And a call center with 24\/7 staffing was built across from a retirement community. Turnover is often high in call centers, so the call center allowed more flexible, two-hour scheduling. The call center also had an over-the-road bridge to make it easier for retirees to work and included insomniacs who might prefer working at night.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>From this week&#8217;s SHRM Newsletter: EEOC Backs Targeted Recruitment of Older Workers. We have written several posts related to this subject (Marketing to Baby-Boomers, 76 and 44). The article contains several points of valuable information. EEOC&#8217;s Aug. 11 proposed rule change is in response to a Supreme Court decision two years ago (General Dynamics Land Systems Inc. v. Cline, 540 U.S. 581 (2004)), which concluded that there is no such thing under the ADEA as reverse age discrimination. While the current rule prohibits job advertisements favoring older persons, the proposed rule would make it permissible to encourage older people to apply. Employers may post help wanted notices or advertisements expressing&hellip; <a class=\"read-more\" href=\"http:\/\/selectmetrix.com\/blogs\/2006\/09\/marketing-to-baby-boomers-part-2\/\">Read More<\/a><\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"bgseo_title":"","bgseo_description":"","bgseo_robots_index":"","bgseo_robots_follow":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[2,17,5],"tags":[],"class_list":["post-284","post","type-post","status-publish","format-standard","hentry","category-hiring","category-marketing","category-trends"],"jetpack_publicize_connections":[],"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p5Oho-4A","jetpack-related-posts":[{"id":122,"url":"http:\/\/selectmetrix.com\/blogs\/2006\/06\/marketing-to-baby-boomers\/","url_meta":{"origin":284,"position":0},"title":"Marketing to Baby-Boomers","author":"Derrick Moe","date":"June 20, 2006","format":false,"excerpt":"Let's continue with the marketing-themed Tuesday posts. We have discussed Gen X & Y on this blog and we have published articles on how to hire them. Marketingprofs.com pens an article today - A Holistic Approach to Marketing to Baby Boomers - that looks at the largest generational group. Seems\u2026","rel":"","context":"In &quot;Marketing&quot;","block_context":{"text":"Marketing","link":"http:\/\/selectmetrix.com\/blogs\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":851,"url":"http:\/\/selectmetrix.com\/blogs\/2007\/04\/retention-past-retirement\/","url_meta":{"origin":284,"position":1},"title":"Retention Past Retirement","author":"Derrick Moe","date":"April 25, 2007","format":false,"excerpt":"Most companies are aware of the shrinking workforce for which we are encountering as the Baby Boomers start retiring.\u00a0 One short-term fix is to simply employ these boomers past their retirement age.\u00a0 This approach has many merits that will benefit a company.\u00a0 However, a recent article from Small Business Times\u2026","rel":"","context":"In &quot;Hiring&quot;","block_context":{"text":"Hiring","link":"http:\/\/selectmetrix.com\/blogs\/category\/hiring\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":326,"url":"http:\/\/selectmetrix.com\/blogs\/2006\/09\/older-workers-on-the-way-out\/","url_meta":{"origin":284,"position":2},"title":"Older Workers on the Way Out?","author":"Lee Fratzke","date":"September 26, 2006","format":false,"excerpt":"According to Management Issues Ltd., an online site devoted to management and leadership, 70 percent of bosses in the UK say in a survey that they see no value in employing experienced older workers. This seems to be the complete opposite of what we are seeing here in the US.\u2026","rel":"","context":"In &quot;Hiring&quot;","block_context":{"text":"Hiring","link":"http:\/\/selectmetrix.com\/blogs\/category\/hiring\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":892,"url":"http:\/\/selectmetrix.com\/blogs\/2007\/05\/the-mature-hiring-trend\/","url_meta":{"origin":284,"position":3},"title":"The Mature Hiring Trend","author":"Derrick Moe","date":"May 7, 2007","format":false,"excerpt":"We've been talking about the talent shortage topic for some time and it is only going to become more prominent over the next decade.\u00a0 The Christian Science Monitor offers this story - 'Age friendly' workplaces on the rise - that defines a growing strategy - making your company culture more\u2026","rel":"","context":"In &quot;Hiring&quot;","block_context":{"text":"Hiring","link":"http:\/\/selectmetrix.com\/blogs\/category\/hiring\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/selectmetrix.com\/blogs\/wp-content\/uploads\/2007\/05\/windowslivewriterthematurehiringtrend-6313hourglass.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":1497,"url":"http:\/\/selectmetrix.com\/blogs\/2008\/04\/recareering-baby-boomers\/","url_meta":{"origin":284,"position":4},"title":"Recareering Baby Boomers","author":"Derrick Moe","date":"April 3, 2008","format":false,"excerpt":"The retiring Boomers and the lack of X'ers to replace them is a well-documented problem in the labor force.\u00a0 The Herman Trend Alert speaks to this problem, and more importantly to a solution, in their latest newsletter: Many Baby Boomers retirements are, in fact, often \"recareering\" instead. See our previous\u2026","rel":"","context":"In &quot;Generations&quot;","block_context":{"text":"Generations","link":"http:\/\/selectmetrix.com\/blogs\/category\/generations\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":407,"url":"http:\/\/selectmetrix.com\/blogs\/2006\/10\/the-importance-of-your-boss\/","url_meta":{"origin":284,"position":5},"title":"The Importance of Your Boss","author":"Derrick Moe","date":"October 31, 2006","format":false,"excerpt":"Sales & Marketing Management has a quick hitter of a story regarding an Adecco survey about the worker-boss relationship. I think most people are aware of this: \"The relationship between a worker and his\/her manager has very real implications for both employee satisfaction and performance,\" says Ray Roe, president of\u2026","rel":"","context":"In &quot;Sales Management&quot;","block_context":{"text":"Sales Management","link":"http:\/\/selectmetrix.com\/blogs\/category\/sales-management\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"jetpack_featured_media_url":"","_links":{"self":[{"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/posts\/284","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/comments?post=284"}],"version-history":[{"count":0,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/posts\/284\/revisions"}],"wp:attachment":[{"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/media?parent=284"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/categories?post=284"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/tags?post=284"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}<!-- WP Super Cache is installed but broken. 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